Color is an instant communicator with which we connect instantly and subliminally. Whether our emotional and psychological responses to color are shaped by socialization or completely inborn, they are very real and very powerful. It is almost as if the human mind is hardwired to respond to color.
Marketing researchers have noticed the powerful connection between color and consumer/client reactions. Reams of academic research using carefully controlled experiments backs the conclusion that color makes a difference in how people perceive a product or logo. Work outside the “ivory tower” confirms the validity of that research. Companies have discovered that adding a color to a product or its logo, or changing a color palette outright can have a massive impact on sales.
The reaction of the human mind to color happens in an instant. It happens faster than one can read. In fact, the mind makes connections and forms opinions based upon color before the conscious mind even determines at what one is really looking.
The logo is a constantly repeated and consistently displayed symbol of your business. It appears on letterhead, websites, business cards,...
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